Paige Calvert
IAMS’ New Digital Play Helps Cat Owners Understand That Their Cats Have Different Nutritional Needs as They Age

Pet food maker, IAMS recently launched a new digital campaign that portrays the brand in a new light to better demonstrate its commitment to proactive nutrition for life.

Pet food maker, IAMS recently launched a new digital campaign that portrays the brand in a new light to better demonstrate its commitment to proactive nutrition for life.

For most cat owners, the thought of growing old without their cat is unimaginable, which is why they’ll do everything they can to keep them happy and healthy for as long as possible. However, while humans constantly re-evaluate their needs as they age, they don’t always re-evaluate the needs of their pets in the same way.

IAMS, which has the largest depth of SKUs across all life stages and lifestyles at grocery, sees an opportunity to connect with cat owners who may suspect their cat is transitioning to a new life stage or has a new condition to treat.

“Most people don’t realize that each stage of a cat’s life requires different nutrition,” says Marisa Law, brand manager, IAMS Cat. “There is an education gap when it comes to the right time to switch over. They don’t know when they best time to do it is, and often wait until their cat shows signs of aging rather than take a proactive approach to their cat’s health.”

To help make IAMS’ specialized family of formulas top-of-mind with cat owners, Tribal Worldwide Toronto’ created a new campaign based on the observation that cats, like their owners, experience different life stages and have different lifestyles. The campaign includes four simple and memorable social videos of cats and kittens interacting in human settings, on a cat-sized scale.

“Humans have life stages, why shouldn’t cats?” says Sandra Moretti, SVP Head of Strategy and Innovation, Tribal Worldwide Canada. “Social networks allow people to easily share milestones, making life stages and lifestyle transitions very obvious and visible. The new campaign leverages this behaviour to show cat owners how IAMS sees their cat’s big life milestones, even if they don’t.”

The spots are running on YouTube, targeting cat lovers, with Mediacom responsible for media planning and buying. The campaign kicked off at the beginning of May and will run until July 15, 2017. The campaign marks IAMS first foray in digital native advertising. In the past, the brand has focused on a mass approach in Canada.

Birthday Party https://youtu.be/QjxEIzEHNG0
Moving Day: https://youtu.be/oOC1Ixk7qMI
Staying In: https://youtu.be/JB5-7qGt4og
Antique Shop: https://youtu.be/Rw_dIbnEliU